Digitalization and sustainability: virtual reality tourism in a post pandemic world

The government-imposed COVID-19 pandemic control measures brought the tourism sector to a complete halt. However, virtual reality (VR) tourism offered people a way to escape the isolation. Media reports and research have noted heightened activity in VR tourism, which has been touted as “alternative tourism” and “eco-tourism”. However, scholars have yet to determine whether this shift is temporary or will persist after the pandemic is over. Questions also remain regarding the factors driving this behaviour. The present study uses stimulus-organism-response theory (SOR) to propose a sequential mechanism of the interplay of antecedents and outcomes, theorising VR tourism as a sustainable touri…